There are reports that Jamaican Olympic sprinter, Yohan Blake, could be fined by the International Olympic Committee for wearing a watch which contravenes branding guidelines.

Blake wore the watch in the 200m semi-final race.

The custom-made Richard Mille tourbillon watch is valued at US$500,000 (J$44,000,000).

But according to the British-based TNT Magazine, it may be in contravention of strict London 2012 Olympics branding rules.

Athletes are not permitted to promote brands which do not represent sponsors of the London 2012 Olympic sponsors.

TNT says if athletes want to wear a watch to compete, they are expected to choose Omega, official ‘timepiece’ who are sponsors of the London Games.

The magazine reports that the IOC is now looking into the matter and Blake could face disciplinary action.

The custom-made Richard Mille tourbillon watch, is made in the colours of the Jamaican flag.